By Earl Moxam, Senior Gleaner WriterPARLIAMENT WILL shortly be asked to enact legislation mandating a total ban on all forms of advertising of tobacco and tobacco products, a position adopted by the Parliamentary Committee on Human Resources in keeping with recommendations of the Ministry of Health.
The committee made the decision Wednesday.
The Health Ministry, in its comment on the matter of advertising, argued that "in recognition of the harm caused by tobacco use and in keeping with the principles and values of the government, a total ban is justified."
This position was partly in response to the recommendation of the industry, which maintained that manufacturers should be free to market their products to informed adults who have chosen to smoke.
GRABBING YOUNGSTERS' ATTENTION
But, in its counter-response, the Ministry argued that it was "not possible to segment and isolate the population into age groups for the purposes of tobacco advertising."
Advertisements which target adults also covertly stimulate young people to experiment with that product having a 'forbidden fruit' effect, it argued.
Jamaica Labour Party (JLP) member, Dr. Kenneth Baugh, offered his ready support for a total ban on advertising, making the case that "very often young people associate smoking with coming-of-age" and, therefore, start the habit as a rite of passage into adulthood.
Removal of the enticement of catchy advertising, whether in the media or on billboards or banners, was the responsible approach, the former Health Minister argued.
TOOK TIME CONVINCING
The proposed total ban was not immediately accepted by all the members in attendance at Wednesday's committee sitting.
Dr. Patrick Harris, another physician on the committee, sought to convince his colleagues that it would be acceptable for the cigarette companies to continue sponsoring entertainment activities for adults and to advertise their products at those venues.
Dr. Donald Rhodd, chairman of the committee, countered, saying very often under-age patrons are allowed into such events.
Charles Learmond, a Government MP, also expressed reservations about enactment of a total ban, suggesting instead that the cigarette manufacturers be asked to engage in a public education campaign to discourage the smoking habit while being allowed to carry out limited advertising aimed specifically at adult smokers.
